CBS is sounding bullish — as you’d expect — as it heads into the home stretch of its upfront ad sales. The broadcaster says it’s “confident” that at the end it will have “secured more total dollars – and the highest pricing – of all the broadcast networks.”
With its strong performance last season, the network was expected to see unit prices rise about mid single digits — roughly in line with its performance last year. But the network’s statement leaves open the possibility that it had lower ad volume. Last year it generated an estimated in $2.4 billion in upfront sales, down about 7.4% vs 2013.
“Agencies and clients continue to value the strength, stability and delivery that our schedule provides, and are increasingly committing dollars against C7,” the company says. “Looking ahead, Thursday Night Football and our new late night lineup will help us build on our number one position and bode well for us throughout the year.”
Leading into the ad sales season, CEO Les Moonves said he was “very confident that we will lead the marketplace in pricing and volumes” but declined to offer specific targets.